Thai AirAsia recognizes the importance of promoting and developing community-based tourism (CBT), which has become more popular among both Thai and foreign tourists. The “English on Air” initiative was held to improve the ability of communities to use English in order to expand community-based tourism. Activities involve teaching English to various communities in collaboration with the faculty of Chulalongkorn University who designs the English language syllabus for the community-based tourism course. Pariticipants mainly include Thai AirAsia representatives and volunteers from all departments who volunteer their time to teach English to the community locals.
The chosen communities are based on the readiness of the community to become a CBT tourist destination, along with their readiness to welcome tourists and the need for English skills. English on Air targets home stay operators, minor CBT-related operators, local guides and youth. The activities in 2015 were held continually in three following areas including Ban Hua Thung of Chiang Mai, Ban Kuka Sign of Roi-Et, and Ban Prom Lok of Nakhon Si Thammarat.